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SWISS MADE WATCHMAKING

Let’s take a look at what Swiss Made means and how they’re made, and why it has such an impact on why we purchase predominantly Swiss branded timepieces. Our aim is to give a clearer understanding of this type of buying, with so many options out there we can fill our plate and overwhelm ourselves with a choice.

“The Swiss have that image of producing quality at the highest level, as Germans have the image of producing the best cars in the world, and you cannot just copy this.”

Georges Kern

Geneva

Just like any company, there is a business model behind utilising this form of marketing. Watch brands that adhere to a strict form of watchmaking and assembly requirements can earn the legal right to brand their timepieces as Swiss Made. It isn’t just a badge or logo any company or watchmaker can use, there are laws surrounding its application. For a watch to be Swiss made it must adhere to these laws and therefore must earn the status and the quality to be called Swiss Made. If it does not, then it cannot adopt the two words synonymous with high quality, robustness and reliability.

When purchasing something like a watch and you budget an affordable amount, you want to know that what your spending your money on is worth it. Swiss made is that reassurance. It’s a bit like buying a car, you buy German. Or a guitar, you buy American, Leather shoes, Italian. You want to buy a watch, you buy Swiss. There’s more to it than this, but you get the idea.

Watch brands come from all around the world but there’s something different about a watch being Swiss. There’s historical, cultural and social value to it. Take Vacheron Constantin for example. A watchmaking company to have an uninterrupted history since 1755! That’s over 250 years of experience, innovation, creation, adaptation and perseverance. These are what is expected of a Swiss-made watch now. Unrivalled quality. To achieve this you need a clear goal in mind and to strive for this level of expertise, one must have a reachable target. To obtain the right to be labelled as Swiss Made is that initial step.

A Swiss-made watch is not just a temporary accessory, a fashion fad or a trend: it can last for generations.

Of course, brands such as Vacheron Constantin, Jaeger LeCoultre and Rolex have their history, their experience and innovations to back up their assurance of quality. However, nowadays micro-brands are increasing in popularity and to gain the privilege of being Swiss Made means having the opportunity to own an extremely well-made watch at a far more affordable price. And for anyone starting a new collection or adding to an existing, it’s refreshing to invest a little while getting a lot out of it.

It means a great deal to consumers to have a sense of security when making purchases, so for a brand trying to create something worth having, it needs a guideline to follow. What better way than to celebrate its quality and reliability than being branded as Swiss Made. It’s not like a logo, it’s branding, a mark to its high standard.

This isn’t to diminish the achievements of other watch brands it’s just to signify the meaning of what it means for a watch to be Swiss. Switzerland is the home of watchmaking, over time it has become a cultural and historical marvel in this kind of market. Without one, you won’t have the other. The most famous brands of now started then and have been paramount in building what the watch industry is today. The subjective opinion will always have some say, but you cannot deny the impact the standard of Swiss Made has on our watches and where the industry will go from here.

FiftyEightJournal,

T. G.

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